PR Flashcards
begins with curiosity of a certain phenomenon
Research
Research involves _ and requires a _ of investigation
scientific process, systematic procedure
Research requires the researchers to study the data _
Objectively
_ and _ drawn from research are based on a carefully well-planned systematic inquiry
Principles and conclusions
can be a systematic extension of common sense but involves a thorough and objective study of observable events.
Science
is not subjected to established principles and to a systematic inquiry, it may just be an initial step to test a theory in a systematic investigation.
Common Sense
Characteristics of research
- Accuracy
- Objectiveness
3,. TIMELINESS - RELEVANCE
- CLARITY
- SYSTEMATIC
Four different types of sources in obtaining knowledge in research
- Knowledge as belief
- Knowledge as authority
- A prior knowledge
- Empirical knowledge
conclusions are not based on empirical investigation but on common sense
Knowledge as belief
conclusions become acceptable since they come from a source regarded as educated judgment or on the basis of authority
Knowledge as authority
resembles belief but usually based on systematic investigation
A prior knowledge
comes as a result of empirical study which goes through a thorough observation and experiment
Empirical knowledge
is directed towards development of scientific knowledge rather than practical application
Basic of pure research
considered as an action research directed towards practical application of scientific knowledge.
Applied research
is directed towards materials development gained from practical knowledge or experience
Practical research
gathers facts w/o identifying the theories, focusing about describing the problems, then making or gathering a theory that describes the problem. No statistical tool is used.
QUALITATIVE RESEARCH
uses statistics and pattern theories such as identifying of variables, building of theories before gathering of data, from which further interpretation can be inferred with.
QUANTITATIVE RESEARCH
Qualitative and quantitative ver of: purpose of research
Qualitative - Describe and understand human behavior
Quantitative - test hypothesis; provide descriptive
information
Qualitative and quantitative ver of: types of research questions
Qualitative - why and what
Quantitative - how many and who
Qualitative and quantitative ver of: Assumptions about the world
Qualitative - subjective interpretation
Quantitative - objective reality
Qualitative and quantitative ver of: Role of researcher
Qualitative - key role: reflective
Quantitative - outside of the system: neutral
Qualitative and quantitative ver of: Selection of group
Qualitative - Purposeful sampling, snowball sampling; volunteers
Quantitative - Random or stratified sampling
Qualitative and quantitative ver of: Variables
Qualitative - Study of the whole rather than specific variables
Quantitative - A few variables studied; some manipulated; some controlled
Qualitative and quantitative ver of: Types of data collected
Qualitative - Interview; observational; visual
Quantitative - Outcome; scores
Qualitative and quantitative ver of: Type of analysis
Qualitative - thematic or narrative
Quantitative - statistical
Qualitative and quantitative ver of: Presentation format
Qualitative - Experimental format—may include alternatives such as performance
Quantitative - traditional format
begins with an assumption, a worldview, the possible use of a theoretical lens, and the study of research problems inquiring into the meaning individuals or groups ascribe to a social or human problem.
Qualitative research
qualitative researchers tend to collect data in the field at the site where participants’ experience the issue or problem under study.
Nature Setting
Qualitative researchers collect data through themselves through examining documents, observing behavior, and interviewing participants.
Researcher as Key Instrument
researchers typically gather multiple forms of data, such as interviews, observations, and documents, rather than rely on a single data source.
Multiple Sources of Data-
researchers build their patterns, involves researchers working back and forth between the themes and the database until they establish a comprehensive set of themes.
Inductive Data Analysis-
researchers keep a focus on learning the meaning that the participants hold about the problem or issue, not the meaning that the researchers bring to the research or writers from the literatures.
Participant’s Meanings
means that the initial plan for research cannot be tightly prescribed, and that all phases of the process may change or shift
Emergent Design
researchers often use lens to view their studies, such as the concept of culture. Sometimes, the study may be organized around identifying the social, political, or historical context of the problem under study.
Theoretical Lens
a form of inquiry in which researchers make an interpretation of what they see, hear, and understand.
Interpretive Inquiry
this involves reporting multiple perspectives, identifying the many factors involved in a situation, and generally sketching the larger picture that emerges
Holistic Account
Exploring the life of an individual
Biographical Narrative
Understanding the essence of the experience
Phenomenology
Developing a theory grounded in data from the field
Grounded Theory
Describing and interpreting a culture-sharing group
Ethnography
Developing an in-depth description and analysis of a case or multiple cases
Case Study -
it is a study of “naturally occurring discourse” it can range from conversation t public events to existing documents”
Discourse/Conversation Analysis
The research process
Problem/objectives
Theoretical lens/Conceptual framework
Hypotheses
Research Design
Data Collection
Data Processing and Analysis
Conclusion, Recommendation/Implication
